MSN TV Targets Older Americans and New Technology Users In National Advertising Campaign

REDMOND, Wash., Nov. 20, 2002 — MSN®
TV service from Microsoft Corp. ( ), a leading provider of Internet service on the television, today announced the launch of a national consumer advertising campaign designed by Euro RSCG Tyee MCM. The new holiday marketing campaign will target older Americans and new technology users who are accessing the Internet for the first time. MSN TV launched the campaign with television spots on national cable as well as via print, local radio and direct mail. Microsoft’s initial budget for the campaign is estimated at $5 million.

“Older Americans and new technology users have been historically intimidated by new technology, but according to MSN TV research, they are extremely interested in MSN TV service because it is an easy and affordable alternative for connecting to the Internet,”
said Sam Klepper, senior director of marketing at MSN TV.
“This is the largest population group in the United States that is not yet online. Our marketing campaign builds credibility with them because we actually show how incredibly easy it is to set up and use MSN TV. There truly are no computer skills required.”

The campaign breaks from traditional technology advertising in that it will feature one-minute and two-minute direct-response television advertisements that explain how the Internet receiver and service operate. Three ads were developed to target both older Americans and their adult children who purchase MSN TV as a gift for their parents. A key theme will be showing how MSN TV service helps families stay in touch by exchanging e-mail and pictures. The ads will appear on national cable channels as well as major broadcast networks in cities with large populations of older people, including Las Vegas; Miami; Phoenix; and Tampa, Fla. Also in November, MSN TV will launch a direct mail and radio campaign in those same markets. Print advertisements for MSN TV will also appear in AARP’s Modern Maturity and My Generation.

The MSN TV system from RCA includes an Internet receiver, wireless keyboard and remote control, and is available for $99 (MSRP) at Best Buy and Circuit City Stores Inc. stores across the United States. Additional information on MSN TV service, as well as the names and locations of retailers, can be found at or by calling (800) 469-3288.

MSN TV services are available as a local call in most areas. In some areas, long-distance charges may apply. To check local access, call (800) 469-3288.

About MSN TV Service

Based in Mountain View, Calif., MSN TV service is a product group within Microsoft’s MSN division that makes use of everyday technology to help people of all ages and abilities get connected and stay connected to the people around them. By connecting to a television and existing phone line, MSN TV service subscribers can surf the Web, send and receive e-mail, chat, and create instant messages using world-class MSN services such as MSN Messenger Service and MSN Search. Formerly WebTV, MSN TV service was acquired by Microsoft in 1997 and renamed in July 2001 to better reflect the natural synergies between the WebTV® service and the vast array of Microsoft®
and MSN resources. In June 2002, MSN TV unveiled a new Internet receiver and pricing plans. More information on MSN TV and the new MSN TV service gift certificate program can be found at .

About Microsoft

Founded in 1975, Microsoft (Nasdaq
) is the worldwide leader in software, services and Internet technologies for personal and business computing. The company offers a wide range of products and services designed to empower people through great software — any time, any place and on any device.

Microsoft, MSN and WebTV are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.

The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

Note to editors: If you are interested in viewing additional information on Microsoft, please visit the Microsoft Web page at on Microsoft’s corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft’s Rapid Response Team or other appropriate contacts listed at .

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